Filters take over our stadium’s video scoreboards

Augmented reality ‘dresses up’ Riyadh Air Metropolitano fans for Halloween.

During the matches at Riyadh Air Metropolitano, fans can enjoy a unique experience in Europe. Before and during the halftime of the matches, those present in the stadium can connect to our video scoreboards using their mobile phones and transform themselves thanks to augmented reality.

The dynamics are simple: through the stadium’s digital supports, a QR code is displayed to all present fans, who only need to scan it to connect to the “Selfie Cam” and see how their face transforms according to the chosen theme: Halloween, Christmas, Valentine’s Day, etc.

The result is a huge success. Thousands of cameras recording simultaneously, eager to share how other fans at Riyadh Air Metropolitano experience the match.

Content that, since its launch, has been sponsored by multiple club partners.

  • First experience in Europe

  • Highlighting connectivity and fan-generated content

A new experience of Augmented Reality to surprise the sponsors that travel with the club

The representatives of our partners who joined us on our first away trip in the European competition of the 24/25 season began the experience at home with a surprising invitation.

The Fan Token Experience from Socios.com comes to the club’s official app

Atlético de Madrid becomes the first team in the world to integrate a Socios.com space into its app. The Fan Token Experience offers fans the opportunity to access unique experiences through daily interaction.

Take a photo with our players thanks to augmented reality

Atleti Cam is an exclusive totem available at Club Telefónica in Riyadh Air Metropolitano on match days, allowing fans to take a photo with our players and receive it conveniently via email.

Get to know ‘Move forward,’ the club’s internal innovation program

The Human Resources department and Atleti Lab jointly promote this initiative, whose main objective is to train club professionals in agile methodologies, promoting interdepartmental collaboration and facilitating the implementation of innovative projects.

5G Multicam: A real-time immersive experience inside the stadium

Atlético de Madrid and Telefónica have implemented a new immersive way to enjoy matches at Riyadh Air Metropolitano thanks to the capabilities of 5G and Virtual Reality. This pilot project, pioneering in football, was a main feature at the Mobile World Congress 2024.